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UX STRAT USA: Ben Judy, "Mission-Based UX Strategy: One Year Later"

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UX STRAT USA: Ben Judy, "Mission-Based UX Strategy: One Year Later"

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UX STRAT USA: Ben Judy, "Mission-Based UX Strategy: One Year Later"

  1. 1. @benjudy ben@benjudy.com slides: benjudy.com/uxstrat2016 OBLIGATORY MICHAEL PORTER QUOTE “The essence of strategy is choosing what not to do.”
  2. 2. @benjudy ben@benjudy.com slides: benjudy.com/uxstrat2016
  3. 3. @benjudy ben@benjudy.com slides: benjudy.com/uxstrat2016 pro tax group experience design
  4. 4. Mission-Based UX Strategy customer benefits for pro tax preparers Eliminate
 Wasted Time Make a Difference to Taxpayers Grow My Practice @benjudy ben@benjudy.com slides: benjudy.com/uxstrat2016
  5. 5. @benjudy ben@benjudy.com slides: benjudy.com/uxstrat2016
  6. 6. @benjudy ben@benjudy.com slides: benjudy.com/uxstrat2016
  7. 7. @benjudy ben@benjudy.com slides: benjudy.com/uxstrat2016
  8. 8. @benjudy ben@benjudy.com slides: benjudy.com/uxstrat2016
  9. 9. @benjudy ben@benjudy.com slides: benjudy.com/uxstrat2016
  10. 10. @benjudy ben@benjudy.com slides: benjudy.com/uxstrat2016
  11. 11. @benjudy ben@benjudy.com slides: benjudy.com/uxstrat2016
  12. 12. @benjudy ben@benjudy.com slides: benjudy.com/uxstrat2016
  13. 13. S t r a t e g y E x e c u t i o n D ISCO VER facts,insights& possibilities D ESIG N solutions D EFIN E custom erbenefits D ELIVER products& services go broad narrow go broad narrow @benjudy ben@benjudy.com slides: benjudy.com/uxstrat2016
  14. 14. @benjudy ben@benjudy.com slides: benjudy.com/uxstrat2016
  15. 15. @benjudy ben@benjudy.com slides: benjudy.com/uxstrat2016
  16. 16. @benjudy ben@benjudy.com slides: benjudy.com/uxstrat2016
  17. 17. @benjudy ben@benjudy.com slides: benjudy.com/uxstrat2016
  18. 18. @benjudy ben@benjudy.com slides: benjudy.com/uxstrat2016
  19. 19. Pro Tax Vision: Bring the power of time and money to accountants and their clients - so they may prosper @benjudy ben@benjudy.com slides: benjudy.com/uxstrat2016
  20. 20. Pro Tax Vision: Bring the power of time and money to accountants and their clients - so they may prosper @benjudy ben@benjudy.com slides: benjudy.com/uxstrat2016
  21. 21. @benjudy ben@benjudy.com slides: benjudy.com/uxstrat2016
  22. 22. H/T: Erik Flowers & Megan Erin Miller Practical Service Blueprinting practicalservicedesign.com customers in front business back stage @benjudy ben@benjudy.com slides: benjudy.com/uxstrat2016
  23. 23. @benjudy ben@benjudy.com slides: benjudy.com/uxstrat2016
  24. 24. ? customer-facing strategy @benjudy ben@benjudy.com slides: benjudy.com/uxstrat2016 internal change management ? ?
  25. 25. @benjudy ben@benjudy.com slides: benjudy.com/uxstrat2016
  26. 26. “Priorities.” @benjudy ben@benjudy.com slides: benjudy.com/uxstrat2016
  27. 27. “I'm staggered whenever a Director- level or higher executive claims they have 3, 5, 7, or 27 ‘priorities.’ Because, at that level, your entire career is defined by the unbelievably great ideas that you reject.” Merlin Mann @benjudy ben@benjudy.com slides: benjudy.com/uxstrat2016
  28. 28. What are the biggest roadblocks you experience when working across business units or functional groups? @benjudy ben@benjudy.com slides: benjudy.com/uxstrat2016
  29. 29. What are the biggest roadblocks you experience when working across business units or functional groups? Conflicting priorities No shared outcome Lack of trust Lack of defined roles Tension between trade-offs Undefined success metrics Lack of work definition Escalating unresolved decisions 12% 24% 9% 4% 10% 29% 10% 4% @benjudy ben@benjudy.com slides: benjudy.com/uxstrat2016
  30. 30. Better Priorities @benjudy ben@benjudy.com slides: benjudy.com/uxstrat2016
  31. 31. @benjudy ben@benjudy.com slides: benjudy.com/uxstrat2016
  32. 32. Pro Tax Vision: Bring the power of time and money to accountants and their clients - so they may prosper @benjudy ben@benjudy.com slides: benjudy.com/uxstrat2016
  33. 33. @benjudy ben@benjudy.com slides: benjudy.com/uxstrat2016
  34. 34. @benjudy ben@benjudy.com slides: benjudy.com/uxstrat2016 Why do UX people care about this?
  35. 35. PRODUCT COMPANY PURPOSE @benjudy ben@benjudy.com slides: benjudy.com/uxstrat2016
  36. 36. PRODUCT COMPANY PURPOSE @benjudy ben@benjudy.com slides: benjudy.com/uxstrat2016 WHY? WHAT? HOW?
  37. 37. http://www.benjudy.com/definitions-of-ux-strategy CLOSING THOUGHTS @benjudy ben@benjudy.com slides: benjudy.com/uxstrat2016
  38. 38. @benjudy ben@benjudy.com slides: benjudy.com/uxstrat2016
  39. 39. USA 2016 @benjudy ben@benjudy.com slides: benjudy.com/uxstrat2016 STRATEGIC UX THOUGHT LEADERSHIP AT ALL ALTITUDES THE WORLD SOCIETY MARKETS INDUSTRIES COMPETITORS MY ORGANIZATION MY DESIGN PRACTICE SERVICE EXPERIENCES PRODUCT PLATFORMS PRODUCT USER INTERFACE PURPOSE DESIGN AS A SOCIETAL CHANGE AGENT COMPANY DESIGN PRACTICE PRODUCT DESIGNING EXPERIENCES Ha Phan Running experiments at GoPro Leah Buley False distinctions between CX & UX driven by org assumptions Jim Kalbach Shared Value / social benefit / “what is a market?” Beverly May UX Awards Matt Wakeman & Jon Ashley Omnichannel decision frameworks Ben Judy Mission-Based UX Strategy retrospective Calvin Robertson UX org structure & process at Federal Reserve KC Shikha Desai Design Jams / hackathons / garage project methods Ronnie Battista UX Strategist = Rock Star

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